CD Skripsi

Pengaruh Hedonic Shopping Motivation Dan Sales Promotion Terhadap Impulse Buying Melalui Positive Emotion Sebagai Variabel Intervening Di Instagram

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Someone's hedon factor coupled with the sales promotion provided by online
stores, will make a positive feeling and increasingly influence to make unplanned
purchases. The purpose of this study is to explain how the influence of Hedonic
Shopping Motivation and Sales Promotion on Impulse Buying through Positive
Emotion as an intervening variable on fashion products in Pekanbaru people who
make online purchases through Instagram.
This study uses a quantitative approach. The sample in this study was 125
consumers in Pekanbaru on the condition that they had ever made a purchase of
fashion products through Instagram. Sampling uses non-probability sampling
methods and purposive sampling techniques. This research instrument used a
questionnaire and analyzed using SEM PLS. The results of this study indicate that the
Hedonic Shopping Motivation, Sales Promotion variable has a significant effect on
Impulse Buying through Positive Emotion as an intervening variable.
Keywords: Hedonic Shopping Motivation, Sales Promotion, Positive Emotion,
Impulse Buying and Instagram

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 120 (0093)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi dan Bisnis – Manajemen., 2020

Deskripsi Fisik

ix, 79 hlm.; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 120 (0093)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Daus

Versi lain/terkait

Lampiran Berkas

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